High-end kids store expands to Danforth

Fab Baby Gear owners founded shop in Ottawa, seeing opportunity there

While studying economics in France, Ying Liu was expecting her second child and enjoyed perusing through Parisian baby boutiques.

Upon returning to Canada she noticed a lack of unique baby stores, which prompted her to create Fab Baby Gear with her husband Ching Lau. The high-end baby boutique opened in Ottawa in 2007, where it now has two locations, recently branching out to Toronto.

Fab Baby Gear, which had its grand opening on Danforth Avenue near Jackman Avenue in October, offers everything from strollers, car seats and clothes to feeding and bathing supplies, many of which are made in Canada.

“We offer all the essentials and some extras for babies and toddlers as well as expecting and nursing mamas,” says Julia Vadurro, the company’s website and marketing manager.

Vadurro, mom to eight-week-old Mirielle Clara and Ophelia Mae, who is on the cusp of turning three, says they couldn’t wait to open up shop in Toronto.

“The Danforth is a lovely community,” she says. “The vibe on the street just fits with our store and of course there are lots of families to serve.”

“The clients are lovely,” adds sales associate Grainne Brennan. “Everyone’s really friendly, it’s really good.”

Vadurro says they spend a lot of time hunting and researching the products and brands they decide to carry and pick items based on quality, safety and style.

“We like to think that we do a lot of the work for our customers so when they shop at our store they can feel confident that they are choosing from among the best,” she says.

Her goal is for everyone to leave Fab Baby Gear happy about a purchase or the service they received.

“We want to make our customers feel special during one of the most important times in their lives so we really put a lot of focus on the customer service aspect,” she says. “From stroller and car seat demos to choosing the perfect gift for a loved one and everything in between.”

She says the shop’s modern and stylish décor also reflects the products they sell.

“We keep the store looking clean and minimalist, after all we aren’t selling the shelving but what’s on it,” she says. “We also want all of our customers to feel comfortable so we want the décor and the feel of the store to be appealing and welcoming to everyone.”

In the coming months, the store will relocate their flagship location in the nation’s capital.

“We’ll be moving to a much larger space,” she says. “After that, well the world is our oyster — or at least Canada for now.”

About this article:

By: Ann Ruppenstein
Posted: Nov 23 2011 5:52 pm
Filed in: Business
Edition: Toronto